Super cost-effective diamond exhibition gameplay and Double 11 preheating strategy for small and medium-sized sellers

　　Today I will share with you some new changes in the diamond exhibition. There are two main themes: 1) How to play the diamond exhibition for small and medium-sized sellers in 2017; 2) Preheating the Double Eleven Diamond Exhibition, a placement strategy I have studied, welcome to discuss it together.

　　How to play the Diamond Exhibition of Small and Medium Sellers in 2017

　　When I was giving a lecture, I found that many students were small and medium-sized sellers, so I wanted to share the promotion of diamond exhibition items so that more small and medium-sized sellers could get real traffic.

　　Many small and medium-sized sellers have misunderstandings about diamond exhibitions, and their impression of diamond exhibitions is still two years ago. In fact, the well-known changes in Taobao are constantly changing. If you can't learn to embrace the changes in Taobao, you may miss a lot, such as the diamond exhibition I shared today. In fact, I feel that in 2017, Taobao has sent a signal that the role of diamond exhibitions for small and medium-sized sellers is becoming more and more important, because diamond exhibitions have unique advantages over direct trains in many aspects. But it may be that many people have misunderstandings about diamond exhibitions, they will not use them, which is a great loss.

　　For example, a new product recently launched in the diamond exhibition, called the promotion of single product of diamond exhibition. It was already developing in the second half of 2016 and after polishing, it was not until April this year that it slowly began to make the product effect better and better. Starting from April this year, the promotion of diamond exhibition single items has been reduced from 100 units that could be built before, but now it can be reduced to only 40 units. After the promotion of this single product came out, I immediately tested it and tested many categories and found that it has very good results, especially for small and medium-sized sellers, which are very useful.

　　Its useful points are divided into the following points, and I have summarized them:

　　1. It is the traffic of directed promotion of direct trains, which is equivalent to directed promotion of direct trains.

　　2. It is difficult to obtain direct traffic in targeted promotion traffic. Generally, small and medium-sized sellers have low investment in direct traffic, so it is difficult to get new traffic of direct traffic. However, if you start a diamond show item promotion, you will find that the new plan is the highest, so it is easy to obtain the traffic of diamond show item promotion, and at a very low price, you can get a very high display volume. As long as the product click rate is high enough, you can get a lot of display volume every day.

　　The above picture case is a women's shoe store. The number of clicks on August 17 was 2227, the PPC was 0.29, and the ROI was 3.07, which is OK. The unit price of this store on the direct train is around 1 yuan, but the promotion of diamond exhibition items can be 0.29 yuan. This is the real data of a student store. This is also the "change" I mentioned above. For example, the promotion of single products of diamond exhibitions , these products can attract 4,000 visitors a day with a few cents a day. This is a large amount of traffic that diamond exhibitions can obtain.

　　Below, I will share what routines and methods are there to obtain large traffic.

　　Nowadays, girls born in the 1995 are becoming more and more like boys, and boys are becoming more and more like girls. In terms of personality, clothing, and conversation, the boundaries of gender are becoming more and more blurred and there are many changes. In fact, the direct train and diamond exhibition are the same. In the past, diamond exhibitions could only be displayed on a daily basis and spent money; now, after the diamond exhibitions were upgraded to version 5.0, the fees can be deducted according to the CBC cost-effectiveness model, that is, the fees will be deducted according to clicks. In this way, in fact, building a CBC diamond exhibition plan, the lowest is 800 yuan a day, which is actually the same as a direct train, so I feel that the diamond exhibition is becoming more and more like a direct train. Especially in 2017, after the promotion of diamond exhibition items is fully opened, you will find that the promotion traffic of the new models in the express train has become the promotion traffic of diamond exhibition items, so the two of them are equal, so diamond exhibitions are becoming more and more like direct trains.

　　Let’s talk about the direct train again. When the express train was hitting a hit, its main promotional model was planned to be in the later stage. 60% of the traffic comes from the traffic of the Xinxiang people. The click-through rate and production ratio of this traffic is far higher than the production ratio of our keywords and the click-through rate of our keywords. In fact, this is a very common phenomenon. To sum up, the new traffic of the express train is the traffic of the drilling traffic. So, I think the express train and the diamond exhibition are becoming more and more similar. I personally think that by 2017, if you are willing to drive a direct train, then I suggest you drive a drill show as well, because they are the same thing.

　　Why this year, I think the diamond exhibition of small and medium-sized sellers is more important than driving a direct train? Because I found that if the direct train costs 1,000 yuan a day and the diamond exhibition costs 1,000 yuan a day, the drill exhibition is cheaper than the direct train in terms of traffic diversion difficulty. Because the direct traffic is driven by weight and the click rate is not high enough, it will be difficult for you to drain traffic and you can't even spend money. However, Diamond Exhibition has no weight, and the weight of the newly built plan is the highest, so you will find that in terms of difficulty, Diamond Exhibition is simpler than the direct train; in terms of input-output ratio, Diamond Exhibition is higher than the direct train, because Diamond Exhibition can do a Guangtou plan, which can directly target customers who have collected additional purchases in the past 30 days/60 days/90 days, and customers who have received store coupons/red envelopes (these are customers who have already generated click feedback in our store and have had relationships with the store), target batch submissions and unlimited submissions, and then use the Damodisk to circle these people out, and then land on the Taojimu page. You will find that the production ratio of diamond exhibitions is much higher than that of direct trains.

　　I observed the current situation of the students (basically small and medium-sized sellers) myself and found that since the first half of 2017, their direct traffic has become less and less, and the number of displays has become less and less, and the clicks on direct traffic has become more and more expensive. Last year, a student made women's shoes. Last year, with a normal click rate of 1%, his average click-through cost between 1-1.5 yuan, but this year it has increased between 1.7-2 yuan, so the express train is becoming more and more expensive. So where is the diamond exhibition cheaper than a direct train? Single product promotion. For example, a total of 300 plans can be built for diamond exhibitions, 200 plans can be built for store traffic, and 100 plans can be built for single products. Therefore, for the store drainage, a drilling exhibition can build 200 units; for the single product drainage, a plan can build 40 units; so the entire drilling exhibition will add up to 24,000 units per day for the store drainage. This is the total number of drilling exhibitions, and the number of drilling exhibitions now. But the posts of these so many units and so many stores are empty. If you think you want to attract traffic and your store lacks traffic, you can spend a very cheap price. For example, if I think 1 yuan is expensive, then I will pay 50 cents to build all the 24,000 units and use 50 cents to attract traffic; if you think 50 cents are expensive, you can spend 20 cents, or 1 cents, or 5 cents to build a plan if you think 1 cents are expensive. So theoretically, drilling exhibitions are actually cheaper than direct trains, because the weight of drilling exhibition plans is very high, and the weight of newly built plans is the highest, so it can help us divert traffic, and avoid the weight-enhancing link of the direct traffic drainage in the early stage. So, in terms of average click spending, diamond exhibitions are a little cheaper than direct trains, which is my personal theory.

　　By 2017, I found that the number of people and people in the exhibition was getting more and more serious, content marketing was getting more and more serious, and the number of direct trains was getting less and less. Why? Because thousands of people have become serious, all businesses are attracting customers and using diamond exhibitions to attract customers. Therefore, thousands of people have become more and more serious, and the search volume of keywords will become smaller and smaller. This is a process of the increase of each other. So I feel that since the first half of 2017, the display of keywords in most categories and the display of express trains have declined, so I judged that the spring of the 2017 Diamond Exhibition is coming, and we must pay attention to the Diamond Exhibition.

In fact, many small and medium-sized sellers will ask: Teacher, is it better to start production 　　if all the treasures in our store are going to perform diamonds ? Actually, it is not. If your baby’s free traffic conversion rate is not very good after it is launched, then even if you drive a direct train or drilling, the traffic introduced will not be very good, because its conversion rate is not high enough. Some students will ask: If you use drilling exhibitions to attract traffic, attract a lot of traffic every day, and use all 24,000 units, can you really blow up the store? I tell you not to be superstitious and to treat this matter rationally. Because the direct train and drilling exhibition are just a drainage tool, whether the product can be converted depends on the product itself. For example, whether the product has an advantage in market competitiveness, whether the price is an advantage, whether the details page has a good visual effect, whether the buyer's experience is good, whether the customer service is powerful enough, etc., to comprehensively judge and report, and then check whether it is necessary to attract traffic. If the products in the store are not good enough and the market competitiveness of the products themselves is not high enough, then you can't help you with diamond exhibitions, direct traffic, etc. A blacksmith must be strong by yourself, and you still need to solve the product problems yourself.

　　Some friends here may ask why they need to get a thousand traffic. I think so, if the daily visitors of small and medium-sized sellers' stores are less than 1,000, then this store will not have the threshold to enter Taobao. Because if you are working on these products and have 1,000 visitors a day, then assuming that the conversion rate of one day is 1%, and you can get two people's salary in a month. But if you have a low average order price and the conversion rate is 3% or 5%, you can convert 30 to 50 orders every day in a month, and you can support a team of 2-3 people in a month. If you can't support the team, the store will suffer losses, and it will definitely not be able to enter Taobao. So I use this 1000 as the threshold for getting started on Taobao. How to introduce these 1000 visitors will bother all small and medium-sized sellers.

　　Let’s do the calculations. Driving traffic for treasures means draining traffic for single products. It can build 100 plans, and a plan can build 40 units, and a total of 4,000 units can be built. If a unit has one click every day, the store has 4,000 clicks (with such a large number of clicks, you can really sell whatever you sell; if the traffic is so large, but there is no conversion, it is definitely a problem with the product, and at least you can know how you died). Then let’s talk about attracting traffic for the store. A total of 100 plans can be built, and a total of 20,000 units can be built. If a unit has one click per day, there will be 2,000 clicks per day. Therefore, many small and medium-sized sellers say that their stores lack traffic, but in fact they are standing on Kingsoft and crying for poverty. Many small and medium-sized sellers lack traffic on the surface, but in fact they lack routines and execution.

　　What many small and medium-sized sellers are most disgusted by the fact that teachers teach me every day, teach me the direct train, teach me the diamond exhibition, and cheat me spend money. In fact, this idea has limitations. My point is to run your Taobao store like opening an offline store. For example, if your offline store pays about store rent + working capital + distribution expenses + two employees' salary + store employee salary every month, the monthly expenses may be around 30,000 yuan. If you use the 30,000 yuan expenses to your online store, it is impossible for your store to be unable to make it, so this is a long-term investment.

　　A well-known concern for small and medium-sized sellers to conduct diamond exhibitions is that a minimum daily limit of 30 yuan per day is exactly the same as a direct train, so if you can afford a direct train, you will definitely be able to implement a diamond exhibition. I think in 2017, small and medium-sized sellers must learn to use diamond exhibitions to help their stores build investment plans and introduce low-cost traffic.

　　A single product drainage routine that attracts 4,000 visitors a day

　　For promotion of single items in diamond exhibition, one plan can build 40 units, and one baby can only be used once in a plan. That is, if you have 40 babies in your store, you can build 40 units in one plan. So, how can one plan build 40 units? One principle must be followed, that is, to establish it according to the principle of 1:1:1. For example, create a group of people in a unit, and then you must set the points. Never place many groups of people in a unit, or put a lot of resource positions. In this way, you will not be able to optimize in the later stage. Because some points are put into production better, the ROI is relatively low, the ROC is relatively high, and the unit price is relatively low, this requires additional money, but if you put it together, you will not be able to optimize it later, so you will find that the more you develop the diamond development, the less confident you are. Some students know that the promotion and drainage plan at the diamond exhibition is very good, but it still cannot be opened well later, and can only attract a few hundred clicks a day. Why is this? Because you don’t have a routine or idea, otherwise your drilling exhibition will be able to attract 4,000 visitors a day. Therefore, you need to insist on long-term optimization, constantly change your population and your resource locations, so that you can obtain greater traffic and well-known ROI.

　　In fact, the promotion of diamond exhibition single items can be offensive or defensive, because the entire Taobao website currently only has the promotion of diamond exhibition single items that can accurately place customers in the "Guess You Like" and "Hot Selling Singles". The customers I refer to are some very accurate customers in the store who have collected and purchased and received coupons in the past 30 days. For example, if you place a "Guess You Like", the promotion of diamond exhibition items is the most accurate and very practical. However, if you use direct promotion to invest in "Guess You Like", it is very difficult, and the traffic is really difficult to expand, and it is also difficult to achieve very accurate. Because in directed promotion of express trains, there are basically very few people who invest in coupons to vote for "Guess you like" and it is difficult to get it.

　　Therefore, the promotion of diamond exhibition single products can be offensive or defensive. The most awesome thing is that it can achieve the Damodisk crowd, and then place "Guess You Like", "Hot-Selling Products" and "Shopkeeper Hot-Selling" positions. This is something that no tool can achieve, but diamond exhibition single products can be easily implemented, and you can get these traffic at a very low PPC and average click unit price. As long as there is traffic, the production ratio will not be lower.

　　So how can I increase the number of clicks on my diamond exhibition items? In fact, there are two rhythms here: the early and late stages. First, you must add 4,000 units in the early stage, and then optimize them later. You can see how many clicks and how many displays there were in each unit yesterday. That is to say, you need to delete units that have no displays every day, then add 4,000 units, and then optimize pictures with poor click-through rate. Generally speaking, if you promote single products in the early stage, you can just have 300 UVs a day. Second, small and medium-sized sellers must apply to open the Damodisk in the later stage and test the Damodisk crowd so that they can use it to defend or attack. In fact, there is a lot of practical information in the offensive and defensive plan. For example, I can use the Damodisk to classify customers who have some relationships with my own store. The behavior trajectory has 90 labels, so there are 90 customer labels. These have relationships with our own store and can be defended. Finally, the offense can also be on the Damodisk. For example, circle out the people who have preferences for collection and purchase preferences in our subcategory in the past 7 days/30 days, and directly target the resource positions such as "Guess You Like" and "Hot Selling Singles". You will find that it is super cheap and has a large traffic. Therefore, first carry out the offensive plan for the Damodisk crowd for diamond exhibition items promotion, and then carry out the promotion of diamond exhibition items. In the later stage, it can be optimized to 4,000 UV per day.

　　Therefore, if we use time to exchange for precious traffic, we can do whatever our store lacks. In fact, if you do this, basically, drilling and exhibition does not require any technology, but manpower needs to spend time doing things. Basically, novices can do it, but they don’t have much technical content and can be directly processed.

　　The picture above is the data from a furniture store I recently tutored from August 1st to August 30th. Its average customer price is 5,000, and the average click cost of the direct bus is about 3.5 yuan. After tutoring, its click price can reach 1.23 yuan, and the single product promotion can reach more than 27,000 clicks per month, and the production ratio can reach 2.46. His collection cost and purchase cost are far lower than those of the express train, so this traffic is very high-quality. There was only one hit product in this store at the beginning. Through the promotion of single products from the diamond exhibition, it gradually achieved two or three hit products, and finally it started. In fact, no matter whether you are a expensive product or a cheap product, high-priced or low-priced product, whether it is a standard product or a non-standard product, you can use diamond display single product promotion to attract traffic.

　　After building a diamond exhibition single product promotion plan, there will be a display in 10 minutes. If you don’t believe it, you can try it. Then you can directly use the latest express bus report to spend one third of the average click of a express bus in 7 days, and just get traffic through the promotion of single products.

　　Preheating and drainage strategy for Double Eleven Diamond Exhibition

　　So, what rules are formulated for the Double Eleven drainage strategy? Do we have any good ideas? Here I will share how I was driving traffic during last year’s Double Eleven warm-up period.

　　Last year on Double Eleven, I built a store of several waist sellers. During the Double Eleven preheating period of the Diamond Exhibition, especially when collecting and purchasing and sending coupons, you must try to place as much as possible outside the site to buy new prices and buy some collection and purchasing traffic, because during the Double Eleven preheating period, the traffic will become more and more expensive, especially the traffic in the site is very expensive. Last year I tested it and used a diamond show to attract traffic outside the station. Then I found that I could buy a lot of cheap collections and purchases. I harvested it on Double Eleven, and the effect was very good.

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